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Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media by Rebecca Lieb

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13. Content and Advertising

“In digital environments, it’s as easy to become media as it is to buy media.”

Content and advertising have always been either/or propositions in the context of traditional print and broadcast media. Advertising (or commercials) existed in a clearly circumscribed periphery outside, or adjacent to, the main content that was created by the publisher or broadcaster. Advertising was interruptive. It was the price that readers or viewers paid to get free or subsidized content. Those lines blurred slightly (but only slightly) in certain contexts, such as “advertorial” sections in magazines.

Advertising—in which an advertiser buys the media in which they place a commercial message—is still distinct from editorial content, ...

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